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Age UK style guide

Welcome to the Age UK style guide.

This style guide defines the language and principles we use and do not use across all Age UK content.

It is new as of September 2018, so older Age UK content won't always meet these guidelines.

If you do notice any content with outdated style, we'd love to hear from you at

Our language principles

  • We use Plain English.
  • We avoid jargon.
  • We write how people talk – if you're not sure, say what you've written out loud.
  • We are direct – we say you, we, our, your, not they, those people, one's.
  • We use short words over long ones where possible.
  • We avoid the passive voice, and use the active – use Hemingway app to check.
  • We avoid clauses and semicolons. Split the sentence instead.
  • We think shorter sentences are usually better.
  • We vary sentence length to keep the reader interested.
  • We use British spelling.

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Last updated: Nov 16 2018

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